Excellence In Business Communication, Global Edition

New and updated features of this title Engaging features and success stories spark classroom discussion. Opening vignettes and examples have been thoroughly renewed and updated with fresh cases reflecting recent developments and changes in the field. Examples include Tesla, Net-a-Porter, Soul Cycle, Wegmans, Starbucks, and Uniqlo. Marketing insight boxes present in-depth coverage with new content that includes, among others, the Ethical Issues in Prescription Drug Pricing (Chapter 6) and Managing the Price Image of a Retailer (Chapter 11). A significant reorganisation of the content improves the flow, streamlines previous material, and accommodates the new. Chapter 1: The extensively rewritten introductory chapter defines the scope of marketing management as a business discipline, introducing your students to the topic. Chapter 2: Extensively rewritten to provide students with a practical framework for marketing management and planning. Chapter 16 includes new coverage on franchising. Part VII is a new capstone section that groups growth-related topics across different parts of the previous edition, taking your student learning a step further. Chapter 18 now includes coverage of the business model design and implementation. Chapter 21 is a new chapter that shows students the growing importance of corporate social responsibility in marketing management.